Littlewoods, the privately owned retailing and pools group, has
appointed Barrington Johnson Lorains as its direct marketing agency for
the Littlewoods Catalogue and Index Extra accounts.
Manchester-based BJL, the incumbent on Littlewoods’ stores account,
pitched against JWT Manchester, RSCR London and Different, a
Newcastle-based agency.
Tim Rogers, head of media services, said the account would be worth
several million pounds, but he has yet to finalise a precise figure.
Direct home-shopping catalogue Index Extra is now the biggest in the UK.
Previously, the account was shared between advertising and design
agencies across the UK.
The review is part of Littlewoods’ consolidation of its retail brands
into fewer agencies. It is revamping its stores by including Index
catalogue outlets within them.
The group is also set to review advertising for its stores, and is
separately looking to appoint an agency to create a brand-building
campaign later this year.
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